Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising
Download or Read eBook Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising PDF written by Gerard J. Tellis and published by . This book was released on 2020 with total page 15 pages. Available in PDF, EPUB and Kindle.
Author | : Gerard J. Tellis |
Publisher | : |
Total Pages | : 15 |
Release | : 2020 |
ISBN-10 | : OCLC:1290684153 |
ISBN-13 | : |
Rating | : 4/5 (53 Downloads) |
Book Synopsis Which Ad Works, When, Where, and How Often? Modeling the Effects of Direct Television Advertising by : Gerard J. Tellis
Book excerpt: The authors develop a model to decompose the effects of television advertising for a toll-tree referral service, at the hourly level. The model estimates which ad works, when, in which station, and for how long. Results of the analysis show that ads do stimulate direct response, but their effects dissipate very rapidly. Effectiveness and profitability vary substantially by creative, television station, and station x time of the day. The results underscore the need for managers to undertake such analyses and for researchers to use such a disaggregate approach.